The graveyard of new product ideas is full of "no-brainer" concepts. In fact, the failure rate of new products is nearly 90%. The file cabinets of lost trials bulge with "open and shut, can't lose" cases. Juries surprise litigators on a daily basis.

How could seemingly "sure bets" go wrong?

At Keynote Consulting, LLC, we think we know the answer...and, it's simpler than you think. No matter how appealing your product or how tight your legal argument, the fact is that unless you know how your audiences make decisions, assured successes devolve into uncertainty.